The Flywheel for Email: The Power of Strategic Compounding!

Jim Collins, author of the classic business book “Good to Great“, has a concept he refers to as the Flywheel effect: Picture a huge, heavy flywheel—a massive metal disk mounted horizontally on an axle, about 30 feet in diameter, 2 feet thick, and weighing about 5,000 pounds. Now imagine that your task is to get […]

How To Determine Email Marketing Impact Using Control Groups

What’s the ROI on your email marketing efforts? Maybe you’re used to answering that question by explaining that, according to your last-click attribution set-up, 60% of people purchase because of email. Or maybe you’d say something like, “Well, according to our attribution model, we have a 1000% ROI on our email marketing.” That sounds good […]

The “Black Swan” of Email

The black swan theory or theory of black swan events is a metaphor that explains an event that comes as a surprise, has a major impact and is often inappropriately rationalized after the fact. In his book “The Black Swan”, Nassim Nicholas Taleb states that this event can also be relative to knowledge. As an example, a turkey gets fed […]

Open Reach: What is it and Why is it More Insightful Than Open Rate?

How engaged are your email subscribers? It’s a question that plagues the minds of email marketers all around the nation. 20% opened your email, but did they read it? 5% clicked, but why didn’t they buy? How many clicked accidentally? Also, while we’re at it, how many people just opened your email because they wanted […]

4 “M’s” To Upping Your Email Marketing Game (…using the right channels at the right time)

By now, most online businesses are employing some form of email marketing in their overall marketing efforts to brand and promote their business to new and existing customers. However, businesses are still struggling and failing to unleash the full potential and intrinsic value of an effective email marketing program. When it comes to email, there […]